Buyer Behavior and the Psychology of Selling: To individual consumers and to the Organizational Buyers

Consumer Behavior Study multidisciplinary field of study concerned with the understanding, explaining, and predicting of human actions in the consumption role. Behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products, services and ideas which they expect will satisfy their needs.

Consumer Research Methodology used to study consumer behavior. In terms of the big picture, consumer research is highly relevant to each variable in the marketing mix: product, price, distribution, and promotion. It is also quite relevant to the personal selling process.

Consumer research has shown that people do not buy without reason or reasons; but whatever their reasons, they are motivated or persuaded to buy basically (1) by internal, rational, and emotional motivations, and (2) by external forces. And whatever they finally do or decide is due to their reasons, and not those of salespeople.

In order to persuade the buyer that the product or service being offered will fulfill his or her desires, a salesperson must present advantages and benefits so that they will meet the buyer’s emotional as well as rational buying motives.

Rational buying motives –All costs affecting the buyer, including cost in money, cost in use, length of usage, degree of labor, and ultimate benefit. Emotional buying motives –Nonrational motives, such as impulse, habits, drive, ego, pride, and the like.

Major Factors Affecting Consumer Behavior Cultural Factors Social Factors Personal Factors Psychological Factors

Cultural Factors Culture Subculture Social Class

Social Factors Reference Groups Family Roles (ascribed and achieved) and Status

Personal Factors Age and Life-Cycle Stage Occupation and Economic Circumstances Lifestyle Personality and Self-Concept

Psychological Factors Motivation Perception Learning Attitudes and Beliefs

Consumer’s Buying Decision Process